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BizReport : Advertising archives : September 10, 2007

Marketing execs lack online video strategy knowledge

Over half of executives responding to a survey by PermissionTV admitted they had no comprehensive online video strategy in place. For some, this was due to lack of content and for others, lack of knowledge.

by Helen Leggatt

permissiontv%20logo.gifBranding, advertising and marketing executives from over 350 major corporations took part in a survey conducted by interactive Internet video technology platform provider PermissionTV. Over half, 52 percent, said they had no “comprehensive” online video strategy in place, 30 percent were being held back by lack of content. Just 18 percent currently used video on their websites.

“Video is the most powerful way to tell a story, capture the imagination, argue a point, and entertain and inform a population that has grown up with a preference for watching and listening over reading,” said John Zahner, SVP, Business Development, PermissionTV, in a recent release. “And, now that video programming has proliferated across the Web, brands are poised to jump in with both feet.”

The majority of respondents were keen on using online video to engage their prospects as opposed to making a sale. Similarly, 32 percent saw online video as a way of attracting new customers and just over a quarter thought it could help deepen existing relationships.

Tags: marketing strategy, online video, PermissionTV

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